Proactiv’s Creative Strategy in Advertising Leans On A Clear, Unblemished Brand Image

Why is Proactiv’s creative strategy in advertising a thing of beauty? Because it gets some very pretty celebrities to talk about their battles with ugly zits. We’ve seen a lot of creative strategy at our New Jersey Advertising agency, but Proactiv is one we point to all the time when you need to sway a public’s opinion. We call this a a middle strength strategy, or a creative strategy

And while some television ads or infomercials feature celebs who are, shall we say, not high up on TMZ’s radar, these celebrities are indeed current A-listers: Justin Bieber, Katy Perry, Julianne Hough, Alicia Keys, Jennifer Love Hewitt, Sean Combs (the artist formerly known as P. Diddy), Jessica Simpson and Kelly Clarkson are just a few of the bold-faced names giving their testimonials for the skincare products that have been a staple of late-night infomercials since 1995. In the case of Bieber and others, these famous people have sought out the company and asked to endorse the product, according to the Proactiv website. In most cases, you see “before” pictures of these actors and singers with a dusting of acne on their now-smooth faces.

Therein lies the real power behind the Proactiv marketing juggernaut: the fact that celebrities suffer from acne, just like real people. Having stars like Bieber and Perry talk about their struggles to maintain clear skin does lend credibility to the product. But to see them looking less than their best, and hear them talking about how they stress out about acne, also humanizes the Proactiv brand and makes it that much more trustworthy—despite what audiences might think about celebrities in general.

creative-strategy-in-advertisingIn 2005, The New York Times Magazine ran a short piece about the strength of Proactiv’s celebrity endorsements. Seven years later, that part of the company’s marketing strategy remains intact with the addition of current stars like Bieber, Hough and Perry. But social media is now a part of the mix, giving consumers the chance to be media critics. Facebook and Twitter can turn into megaphones that can blare any trace of insincerity they perceive on the part of celebrities-turned-endorsers.

So far that hasn’t been the case with Proactiv, so its brand image remains clear and unblemished—a potent part of its overall marketing strategy.

What do you think of Proactiv’s creative strategy in advertising and marketing?

CI-Group, a New Jersey advertising agency, provides digital marketing and advertising consulting to Fortune 2000 companies in a wide range of industries. Founded nearly 30 years ago and based in Whitehouse, N.J., CI-Group is recognized as a top advertising agency specializing in marketing strategies, event marketing, promotions, direct marketing, digital printing, warehousing and fulfillment. Companies seeking an award-winning interactive agency thatmerges creative strategies with effective tactics should call 908-534-6100 or visit

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